Why most newsletter tests fail (and how to avoid it)

Newsletter Sponsorships Fail When You Wait Too Long

Here’s the hard truth:

Most newsletters are too small to optimize for purchases alone.

Let’s do the math.

A typical newsletter has fewer than 100,000 subscribers. At a ~0.2% click-through rate, you’re looking at maybe 200 clicks per send. Want to measure performance by purchases only? You’ll need to test that same newsletter 3, 4, 5 times just to get signal.

That’s not “data-driven.” That’s slow and expensive guesswork.

Enter: Full-Funnel Optimization

At Wellput, we take a smarter approach.

We evaluate upper-funnel events—email signups, add-to-carts, even time-on-site—alongside purchases. Are they all equal? Of course not. But by weighting them properly, we can start to spot what’s working way earlier.

That means:

✅ You don’t waste budget on underperforming newsletters
✅ We can optimize CPC pricing faster
✅ You get real traction from your test, faster

But Here’s the Key…

We can’t do any of this without your data.

If you only share purchases, we’re stuck making decisions with very limited visibility. And in a low-volume channel like newsletters, that’s a recipe for failure.

That’s why, during onboarding, we align on what you care about—and how to track the full funnel, not just the bottom.

💡 Takeaway:

If you’re running newsletter ads and only tracking purchases, you’re not optimizing—you’re hoping. And hope is not a strategy.

Want help setting up a smarter test? Reply to this email and let’s talk through your goals.

P.S. Want your brand to show up in newsletters that get opened, saved, and shared? Try Wellput today and connect with publishers who deliver staying power.